The Sports Boulevard Foundation (SBF) has announced it is participating in the second edition of Cityscape Global, the major international real estate exhibition taking place at the Riyadh Exhibition and Convention Center from November 11 to 14, 2024. The announcement, released through official Saudi channels including the Saudi Press Agency, positions one of Riyadh’s most ambitious urban mega projects at the heart of a global conversation about the future of city living, held under the theme “The Future of Life.” The foundation said its presence at the exhibition is designed to share its ambitions for transforming the Saudi capital, connecting the eastern and western districts of the city, and inspiring a new era for sport and wellbeing across the region.
Held under the patronage of Saudi Arabia’s leadership and attended by regional and international industry experts, Cityscape Global has become one of the world’s most closely watched platforms for real estate, urban design and investment. For the Sports Boulevard Foundation, the event represents far more than a conventional exhibition stand: it is an opportunity to demonstrate, through immersive technology and direct engagement, how a single integrated project can reshape the daily life of millions of residents and visitors. The participation also underscores the Kingdom’s broader commitment, under Saudi Vision 2030, to building cities that are healthier, more connected and more livable for the generations to come.
Context and Background
What makes the Sports Boulevard unique among the world’s great urban regeneration initiatives? Launched by the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, on March 19, 2019, the Sports Boulevard is one of Riyadh’s flagship mega projects and one of the most significant quality-of-life investments ever undertaken in the Saudi capital. The project is overseen by the Sports Boulevard Foundation, which is chaired by His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, reflecting the highest level of national commitment to its success.
The foundation’s mandate is clear and far-reaching: to improve the quality of life for the city’s residents and visitors by delivering integrated infrastructure that includes pedestrian pathways, dedicated cycling tracks, horse-riding trails and a wide range of sporting and recreational facilities. Rather than functioning as a single park or a standalone development, the Sports Boulevard is conceived as a connected urban corridor that links the eastern part of Riyadh with the western side, joining people to places, opportunities and each other in ways that were not previously possible.
The timing of the foundation’s appearance at Cityscape Global is significant. Riyadh is experiencing a period of extraordinary transformation, with a growing population, expanding investment and a clear strategic direction set by Vision 2030. In this environment, projects that combine infrastructure, public health, sustainability and economic opportunity are not simply desirable — they are essential building blocks of the capital’s future. The Sports Boulevard sits at the intersection of all these priorities.
Key Details of the Cityscape Global Participation
What will visitors actually experience at the Sports Boulevard booth? According to the foundation’s announcement, guests at the Riyadh Exhibition and Convention Center will be able to use virtual reality technology to see what the completed Sports Boulevard will look like, offering a vivid preview of a project that will continue to take shape over the coming years. Visitors will also have the opportunity to stroll along a constructed walkway designed to reflect the character of the Sports Boulevard itself, where key facts and figures about the project are displayed alongside a detailed 3D model.
Beyond the technology, the booth is staffed by members of the Sports Boulevard Foundation team who are dedicated to effecting transformative change in the Saudi capital. Their presence allows visitors — including international investors, urban planners and members of the public — to ask questions, explore partnership opportunities and gain a deeper understanding of how the project is being delivered in line with international best practice.
A centerpiece of the foundation’s participation is a panel discussion titled “Created for People – Reimagining Future Urban Spaces,” at which Sports Boulevard Chief Executive Officer Jayne McGivern will share her ambitions for the project. McGivern is expected to highlight the important role the Sports Boulevard will play in transforming the city of Riyadh and to outline developments in creating an innovative and sustainable urban renaissance that enables residents to practice a wide variety of sports and improve their overall quality of life. Her remarks will place the project within the global conversation about how major cities can be redesigned around human wellbeing.
International and Regional Impact
Why does a Riyadh infrastructure project matter to audiences far beyond Saudi Arabia? Cityscape Global regularly draws participants from across the Middle East, Asia, Europe and the Americas, and the Sports Boulevard Foundation’s presence places Riyadh alongside the world’s most dynamic real estate markets. International experts attending the event will see a project that combines scale, sustainability and social purpose — a combination that is increasingly sought after by global investors and city planners alike. The exhibition therefore serves as a bridge between Saudi ambitions and international expertise.
Regionally, the Sports Boulevard represents a new model for Gulf cities. As populations grow and urban areas expand, governments across the region are looking for ways to promote public health, reduce reliance on cars and create attractive public spaces. By connecting the eastern and western parts of Riyadh through green corridors, cycling paths and pedestrian routes, the project offers a practical template that other cities can study and adapt. Its emphasis on sport and wellbeing also aligns with a broader regional shift toward preventive health and active lifestyles.
For residents of Riyadh, the impact is direct and tangible. New pathways and trails will make it easier to walk, cycle and ride horses safely, while new green spaces will provide places for families to gather and for young people to pursue healthy hobbies. In a city that has long depended on the automobile, the Sports Boulevard promises a meaningful change in how daily life is experienced.
Economic and Strategic Significance
What does the Sports Boulevard mean for Saudi Arabia’s economy? Mega projects of this kind generate employment, attract investment and stimulate the development of surrounding neighborhoods. Construction and design activities create skilled jobs, while the completed corridor is expected to support tourism, retail, hospitality and sports-related businesses. By improving the livability of Riyadh, the project also strengthens the capital’s ability to attract international talent and corporate headquarters — a key objective as the Kingdom diversifies its economy away from oil dependence.
Strategically, the Sports Boulevard reinforces Riyadh’s position as a global city. The project is designed to offer a world-renowned destination for residents and visitors and to inspire a new era for sports and wellbeing in the region, with the aim of helping make Riyadh one of the most livable cities in the world. That ambition is not merely promotional: it reflects a deliberate national strategy to improve quality of life as a foundation for long-term prosperity. The presence of the foundation at Cityscape Global allows that strategy to be communicated directly to the international partners who will help deliver it.
The foundation’s participation also demonstrates the maturity of Saudi project delivery. Announcing progress at a major international exhibition, with detailed models, data and leadership engagement, signals confidence and transparency — qualities that global investors value highly when evaluating long-term commitments.
Vision 2030 Alignment
How does the Sports Boulevard connect to the Kingdom’s long-term vision? Saudi Vision 2030 places quality of life at the center of national development, recognizing that a thriving society is essential to a thriving economy. The Sports Boulevard embodies that principle by delivering lasting change for the city of Riyadh, connecting the eastern part of the city with the western, and linking people to places and opportunities. It is a practical expression of the vision’s goals for healthy living, sustainable urban development and enhanced public wellbeing.
Under the leadership of His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, and with the guidance of the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, Riyadh has become a laboratory for the cities of the future. The Sports Boulevard Foundation’s participation in Cityscape Global 2024 shows that this work is being carried out openly, in partnership with international experts, and with a clear focus on the people who will live, work and play along the corridor for generations to come. As the project advances, it will continue to demonstrate how the Kingdom is turning the ambitions of Vision 2030 into a new reality for Riyadh and for the world.
20 Questions
Q1. What is the Sports Boulevard project?
A1. The Sports Boulevard is a major urban development in Riyadh, launched in March 2019, designed to connect the eastern and western parts of the city with pathways, cycling tracks, horse-riding trails and green spaces that promote sport and wellbeing.
Q2. Who chairs the Sports Boulevard Foundation?
A2. The foundation is chaired by His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, reflecting the highest level of national commitment to the project’s success.
Q3. When was the Sports Boulevard launched?
A3. The project was launched by the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, on March 19, 2019, as one of Riyadh’s flagship mega projects.
Q4. What event is the Sports Boulevard Foundation participating in?
A4. The foundation is participating in the second edition of Cityscape Global, a major international real estate exhibition held at the Riyadh Exhibition and Convention Center from November 11 to 14, 2024.
Q5. What is the theme of Cityscape Global this year?
A5. The exhibition is held under the theme “The Future of Life,” bringing together regional and international industry experts to discuss the future of urban development and real estate.
Q6. What can visitors see at the Sports Boulevard booth?
A6. Visitors can use virtual reality technology to preview the completed project, stroll through a constructed walkway reflecting the Sports Boulevard, view key facts and figures, and observe a 3D model of the development.
Q7. Who is the CEO of Sports Boulevard?
A7. Jayne McGivern serves as Chief Executive Officer of the Sports Boulevard, and she will speak at a panel discussion during Cityscape Global about the project’s ambitions.
Q8. What is the title of the panel discussion featuring the CEO?
A8. The panel discussion is titled “Created for People – Reimagining Future Urban Spaces,” focusing on how cities can be redesigned around human wellbeing and sustainable urban living.
Q9. How does the Sports Boulevard align with Saudi Vision 2030?
A9. The project supports Vision 2030’s quality-of-life goals by promoting healthy living, sustainable urban development and enhanced public wellbeing, while helping to make Riyadh one of the world’s most livable cities.
Q10. What infrastructure will the Sports Boulevard include?
A10. It will include integrated pedestrian pathways, dedicated cycling tracks, horse-riding trails and a wide range of sporting and recreational facilities designed for residents and visitors of all ages.
Q11. How will the project connect Riyadh?
A11. The Sports Boulevard will connect the eastern part of the city with the western side, linking people to places and opportunities and creating a continuous urban corridor for sport and recreation.
Q12. What are the main goals of the Sports Boulevard?
A12. Its goals include improving quality of life, inspiring a new era for sports and wellbeing in the region, and helping to establish Riyadh as one of the most livable cities in the world.
Q13. Why is the Sports Boulevard Foundation attending Cityscape Global?
A13. The foundation is attending to share its ambitions, showcase the project’s progress through immersive technology, and engage with international experts, investors and partners who can contribute to its delivery.
Q14. What technology is being used at the booth?
A14. Virtual reality technology is being used to give visitors an immersive preview of what the completed Sports Boulevard will look like, alongside a 3D model and a constructed walkway display.
Q15. How does the project benefit public health?
A15. By providing safe, attractive spaces for walking, cycling, horse riding and other sports, the project encourages active lifestyles and supports preventive health for the residents of Riyadh.
Q16. What economic benefits will the project bring?
A16. The project is expected to create jobs, attract investment, stimulate surrounding neighborhoods and support tourism, retail, hospitality and sports-related businesses in the Saudi capital.
Q17. Where is Cityscape Global being held?
A17. The exhibition is being held at the Riyadh Exhibition and Convention Center in Riyadh, Saudi Arabia, from November 11 to 14, 2024, attracting participants from around the world.
Q18. Who attends Cityscape Global?
A18. The event is attended by regional and international industry experts, including real estate developers, urban planners, investors and government representatives from across the globe.
Q19. What role does the Sports Boulevard play in Riyadh’s future?
A19. It is a transformative project that will reshape how residents and visitors experience the city, offering a world-renowned destination for sport and wellbeing and supporting Riyadh’s growth as a global metropolis.
Q20. How can international partners engage with the project?
A20. International partners can engage by visiting the Sports Boulevard booth at Cityscape Global, meeting the foundation’s team, and exploring opportunities for collaboration in delivering this landmark urban development.
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